Surprising SEO Results when you Implement Tedious Work at Scale


Session Description:

It’s tempting to chase the latest cool tactics, but in over 17 years in the SEO industry, I’ve consistently seen boring, tedious and foundational work making the biggest difference for mid-market and enterprise brands. We’re talking mundane stuff like mapping huge lists, correcting 404s, 301 redirects, selectively consolidating near-duplicates to maximize the performance of the canonicals pages, or writing compelling search snippets at scale. Why? Because few have the patience and time to do this. It takes a lot of work if you have to do it manually.

In this talk, I will share client success studies, and cover advanced machine learning techniques and code that we use to scale tedious tasks with great results. You will get password protected Jupiter notebooks prepared exclusively for this event that I won’t share online.

When consolidating duplicate content or recovering links from 404s errors, mapping URLs is a critical but super tedious task you need to complete manually. I’ve seen many attempts to automatically match duplicate URLs using regular expressions, similarity scores or fuzzy search. Those can work to reduce the amount of manual work, but still, leave a lot of work to complete.

I will cover our approach to using learnable similarity scores using machine learning, deep learning, and small training sets to achieve 95% accuracy. I also plan to share an API, code, and tool the audience can use to leverage this technique. You’ll learn new high-impact SEO tactics considered too much work to implement manually.

For example:

  1. redirect mapping every single 404 URL with external backlinks, even if we are talking about tens of thousands of links
  2. consolidating near duplicate content opportunistically (when there is no keyword loss in the duplicate cluster)
  3. writing unique, compelling and high performing search snippets at scale by leveraging user review copy

You will get an in-depth look at the algorithms, ideas, and frameworks used to research, experiment and automate tedious but valuable work

Plus! You’ll get relevant codes and use cases not shared anywhere else!

This session is ideal for developers, technical SEO and data scientists at brands and agencies

Date: November 7, 2019 1:15 PM

Track: Track 3

Speaker(s):